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Prism Capital Partners, LLC
200 Broadacres Drive
Bloomfield, NJ 07003

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Release Date: Wednesday, June 04, 2014

Media Contact: Evelyn Weiss Francisco (201) 796-7788

Word of Mouth Drives Leasing Activity at Multi-family Adaptive Reuse Project

BLOOMFIELD, N.J., June 4, 2014 – Ron Baptiste’s search for a new place to call home quickly led him to Parkway Lofts in Bloomfield. Thrilled with his luxury loft-style apartment, Baptiste was eager to recommend the community to others, including business associate Paul Hendricks. It wasn’t long before the colleagues were sharing more than just office space: After one visit to the leasing center, Hendricks also became a Parkway Lofts resident, and soon after, their company’s General Manager Kevon George became a resident as well.

While Parkway Lofts’ sophisticated design and hotel-quality amenities are among the attributes that drew the community’s initial group of tenants, referrals from satisfied customers like Baptiste are turning friends, family members and colleagues into new neighbors. The benchmark multi-family adaptive reuse project quickly has become one of northern New Jersey’s most sought-after rental addresses.

Baptiste and Hendricks are co-founders of New York City-based Transparency Entertainment Group, a music entertainment management firm. “I fell in love as soon as I saw Parkway Lofts,” said Baptiste. “It reminded me of living in SoHo but with rental costs significantly less than comparable apartments in Manhattan. The decision to move here was a no-brainer. I recommended the community to Paul and he fell in love with it, too. Having my business partner living here makes Parkway Lofts a great fit for me, both personally and professionally.”

The industrial-inspired community also made a strong and lasting first impression on Hendricks. “Ron knew I was looking for an apartment. He gave me information on Parkway Lofts and suggested I visit the community’s website,” he said. “I immediately liked what I saw and was even more impressed when I arrived at the leasing office. Everyone on the staff worked as a team, and was very professional and accommodating. After taking a tour of the building and viewing different floor plans, making the move to Parkway Lofts was an easy decision.”

The friends couldn’t be happier with their new apartments – both chose spacious one-bedroom floor plans; George opted for the two-bedroom – and have fully immersed themselves in Parkway Lofts’ resort-at-home lifestyle. “The on-site amenities and sense of community were a big part of what attracted me to Parkway Lofts. I enjoy the convenience of working out in the on-site fitness center, or simply watching sports in the lounge with other residents,” said Hendricks.

No doubt one of the community’s finest amenities is its location, just 1,000 feet away from NJ Transit’s Watsessing Avenue Station. Parkway Lofts also is within easy reach of major highways, such as the Garden State Parkway, and Routes 3 and 46. “As someone who commutes into Manhattan, having the train station literally right outside my front door is an amazing convenience. I couldn’t be happier living here, and will continue to refer Parkway Lofts to my friends and colleagues,” added Baptiste.

Industrial-Inspired Elegance Abounds

Blending cutting-edge style with state-of-the-art amenities, Parkway Lofts redefines luxury urban living. Prism Capital Partners, LLC redeveloped this landmark six-story warehouse building – originally built by the General Electric Co. in 1915 – into 361 beautifully appointed loft-style apartments. Modern classic apartments include a mix of spacious studio, one- and two-bedroom loft-style and duplex residences. Monthly rents start from the $1,500s.

Floor plans feature 17- and 12-foot ceilings soaring above exposed columns and beams; abundant natural light and unique industrial accents; views of the Manhattan skyline and Watchung Mountains from 13-foot insulated windows; designer kitchens with Quartz countertops, stainless-steel appliances, custom wood cabinetry and glass-tile backsplashes; and lavish bathrooms with ceramic-tile flooring and porcelain surrounds. Each apartment unit has its own washer/dryer.

Along with turnkey convenience, the building’s resort-style amenities include a 24/7 attended lobby, a two-level state-of-the-art fitness center, a large-screen theater room, a roof-top deck, a private party and billiards room, an on-site resident-only convenience store, a dog run, a secure parking garage, and additional in-building and surface parking. Residents have access to commercial-style laundry facilities and storage lockers on each floor. A secure parking garage and additional in-building and surface parking ensure ample vehicle accommodations.

Response to Parkway Lofts has been overwhelmingly positive. Since opening last December, the community has experienced a rapid leasing pace unmatched by any other rental address in the region, according to Edwin Cohen, Prism’s principal partner.

“There’s no greater advertising than a satisfied customer. Residents enjoy living here and are wonderful advocates of our community,” said Cohen. “We’re extremely proud whenever a new lease signing stems from a tenant referral. It speaks volumes about how renters have embraced Parkway Lofts and are willing to share their experience with others.”

Parkway Lofts’ on-site leasing center is located at 5 Lawrence St. in Bloomfield, and is open daily from 10 a.m. to 6 p.m. No appointments are necessary. For more information, contact the leasing center at (201) 308-8200.


About Prism Capital Partners